Kool cigarettes were released by Brown and Williamson in 1933 as an unfiltered 70mm “regular” cigarette. Kool enjoyed continued success throughout the 1950s. Growing public concern about the health risks associated with smoking prompted Brown and Williamson to respond to the release of filtered varieties of Kool cigarettes: an 85mm “royal” version in the 1960s, followed by a 100mm or “long” version in the 1970s. The 1980s saw the introduction of Kool cigarettes and the loss of market share to other menthol brands such as Newport.

In 2003, Brown and Williamson acquired Tobacco Company – RJ Reynolds Tobacco, resulting in Kool becoming the Reynolds brand. The famous white-green pack, which had remained virtually unchanged for about seventy years, was recycled, and production of the original Unfiltered Kool cigarettes were discontinued. These changes had little impact on sales growth.

In 2015, as a result of the merger of Reynolds American and Lorillard Tobacco Company, the Kool cigarettes brand was included in imperial Tobacco Company’s portfolio of facilities.

An advertisement for Kool cigarettes began with the penguin character Willie, who was portrayed as several different professions, among which were a doctor, a soldier and a cook. In the early 1950s, the company placed a series of decal signs at the front door reading “Pass … it’s a Kool inside”, indicating that the space is air-conditioned.

In the early 1960s, the cartoon penguin image was no longer used, and instead Kool began selling its cigarettes, combining the fresh, relaxing-cool taste of menthol with cool outdoor scenes depicting water or snow. Among the former Kool models is Steve Tyler.

In 1971, Kool initiated an advertising campaign where consumers could parcel on the yacht Snark with the Kool logo on sails – for $88 (later $99) along with one Kool cardboard flap – including delivery. Sailboats were sold at retail at that time for $ 120. In 1971, the company received more than 18,000 orders for CNarks, receiving one of the highest ratings among Kool advertisements.

During the 1970s and 1980s, Kool sponsored jazz festivals, and many advertisements from the era featured a musician or actor playing the saxophone. In addition, Kool was known to target African Americans, as were many menthol cigarettes. In 1975, Kool held a draw with a Rolls-Royce Corniche as a prize.